Germ Fighter is a line of conceptual bathroom cleaning products. The concept is based on action comic books that feature heroes and villains; in this case, the user of the products is the ‘hero’, while the germs are the ‘villains’. The goal was to market the products to parents who want to encourage their children to engage in cleaning chores, and provide a fun experience for the ‘hero’ – in this case, the child. The ‘villains’ are visually represented by having colourful unique illustrations on each product, as each of the seven different cleaning products serve a different purpose.

The logo for Germ Fighter is a germ illustrated as a blob that has a small X-shaped bandage in the middle, which shows that the germ is ‘injured’. The germs are depicted as getting beaten-up by the cleaning products themselves, to show that the products are effective in fighting that certain type of germ. Together in the kit with the germ-fighting cleaning products are ‘weapons’, which are depicted as helpers that assist the hero. The conceptual names for the products are derived from action sound effects and onomatopoeia that are usually seen in comic books. Similar to comic books, the colour palette for Germ Fighter is bright, vibrant, and full of personality, to convey the overall explosive energy and comical feel of the brand.